Casper Creates A Lounge For Visitors To Nap On Demand

Casper Creates A Lounge For Visitors To Nap On Demand
Brand Activation & Immersion

The mattress brand is convincing the city that never sleeps to catch some shut-eye with its luxury sleep incubator, a clever brand activation that joins the trend around experiential retail by offering on-demand napping

Elisa Lewittes
  • 13 july 2018

Casper, the direct-to-consumer mattress company, launched The Dreamery, a napping lounge in New York City. Located on Mercer Street in Manhattan’s Greenwich Village, guests can pay $25 for a 45-minute nap to rejuvenate from a long workday or a red-eye flight.

This space includes nine sleeping nooks furnished with Casper mattresses along with complimentary amenities such as pajamas and even coffee, for customers who require an extra boost of energy. Senior vice president of experience at Casper, Eleanor Morgan adds that this incubator is a place for “anyone who needs a nap.”

The Dreamery allows consumers to conveniently access sleep services without having to plan in advance or pay an initial membership fee. New Yorkers and those who travel there tend to always be on the go. At a moment’s notice, the company alleviates a common consumer pain point among these people—exhaustion.

The Dreamery will both introduce consumers to the Casper brand and serve as a CRM tool for the company. Modern consumers value convenience, which drives the sharing economy. With this initiative, Casper carves a new niche by providing a dose of personalized luxury into the sharing economy. As a result, visitors could be inclined to make larger purchases in the future.

The Dreamery works in tandem with Casper’s several nationally-based pop-up activations and Casper’s other New York outpost to serve as places for consumers to immerse themselves in the brand’s community. Through these various initiatives, Casper builds consumer-brand engagement, enhanced by capitalizing on the need for rest and relaxation within the bustling New York consumer market. These experiential spaces, interactive events and multifaceted retail channels benefit busy professionals’ health and wellbeing while helping to build brand awareness and immersion for the retailer.

The Dreamery

Lead image: Casper via Instagram

+brand activation & immersion
+new york
+store design
+store experience
+store experience & design

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